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EXPLOITATION PICTURE
PALANCE UNCORKS A 'RIPPER'
SHOWMANSHiP ANGLES!
LOBBY DISPLAYS
HAND OUT INVITflT'"
Leonard GOLDSTEIX'S Panoramic productions initial effort for 20th Century-Fox release "Man in the Attic", capitalizes on three important exploitables. The first is the name of Jack Palance, a delineator of menace whose popular draw has grown with each of his pictures to lift him to star status. The guy with the "velvet steel" voice and iron-chiseled looks has made a telling mark in "Panic in the Streets", "Sudden Fear" and "Shane" and it wouldn't hurt to remind patrons of his roles in those films. His pull with the action fans has given him a ready-made audience. Palance's role in this remake of the 1944 "The Lodger" is a natural. And remember, it's the part that made a great attraction of the late Laird Cregar.
Next is the chillingly fascinating story of the notorious Jack the Ripper from the famous Marie I5elloc Lowndes novel. The name of the psychopathic night murder of beautiful women has become synonymous with brutal killings. The ads i)lay up the name, in some cases more than that of the star.
Third, and always sure-fire, are the l)eautiful victims of Jack the Ripper, with the loveliest of all, Constance Smith, barely escaping the murderer's knife. The Can-Can beauties in the London Music Hall, headed by Miss .Smith, are a must for every type of ad or display.
An excellent set of stills, suitable for blowups or use as is, point up both the Palance menace and the beauty of the dolls in striking terms. Don't fail to go through them carefully before planning your campaign.
Notable also are the ads, calculated to play up all three angles. The vengeful Palance with his knife at the throat of the music-hall girl, the star's terrifying features, the stills, and the girls all work in combination with the "Jack the Ripper" startler to spotlight the shock value the picture is trying to sell. A portion of one of the ads is shown here. The same is true of the posters, as can be witnessed by the 24-sheet at lower left. Imagine this one blown up to full proportions.
What should be one of the most helpful sections of the pressbook is the detailing of the showmanship
24.SHEET
f»H* 30 FILM lULLETIN Janutry II, lfS4
angles (top left) that the enterprising theeatreman can do without too much trouble or expense. Among the lobby displays, for instance, is suggested a dancing doll display, worked with a revolving machine, or a marionette, costumed as Constance Smith against a background of Palance in menacing mood. Another could be the display of various murder weapons used by notorious killers, possibly borrowed from a museum, or from a police arsenal. How about assigning a "bobby'' to guard them?